APPLE MESSAGES FOR BUSINESS
CUSTOMER BEHAVIOR IS CHANGING FAST
As generative AI reshapes search, fewer customers and prospects are clicking through to websites to find answers, complete tasks, or explore brands. Interactions that once depended on landing pages are increasingly resolved before a site is ever visited
APPLE MESSAGES FOR BUSINESS ADAPTS TO THIS SHIFT
Apple Messages for Business allows brands to establish a direct, trusted presence in the Messages app customers use every day. This creates an ongoing relationship that does not depend on search rankings, cookies, or web traffic
NOT JUST AN EVOLUTION OF WEB CHAT
Unlike web chat, which is synchronous and limited to moments when a customer is actively on a website, Apple Messages for Business enables conversations that remain available over time. Customers can return days or months later and continue where they left off, without reopening a browser or navigating elsewhere.
FROM CLICKS TO CONVERSATIONS
Rather than pushing users to destinations they no longer want to visit, Apple Messages for Business places the brand in the customer’s pocket, ready when the moment matters. For large enterprises and emerging brands alike, this creates a resilient engagement layer that complements websites, apps, and AI-driven discovery rather than competing with them
NEW FOR 2026: AMB INVITATIONS
Apple is now recruiting the first launch brands for AMB Invitations, its new brand-initiated entry point for Apple Messages for Business.Invitations allow approved brands to proactively invite opted-in customers into trusted, rich conversations, expanding AMB beyond purely customer-initiated flows. This marks a major step forward for the channel.
Benefits of Apple Channel
No Carrier Fees
No Messaging app to download
Native In-line Payments
End-to-end encrypted
O-Auth2 authentication
Maps and Calendar Integrations
Experience Matters
Apple Messages for Business is not a plug-and-play channel. Its impact depends on how thoughtfully journeys are designed, how clearly success is measured, and how well the channel is aligned to broader CX and growth goals.
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​That is where Messaging Advisory comes in...
WE HELP BRANDS:
Design high-converting, intuitive user journeys
Align customer experience with clear KPIs
Navigate Apple’s review process and technical setup
Maximize long-term ROI from the channel
AMB isn’t just a messaging channel. It’s a strategic experience layer.
 We help brands unlock its full potential.
AMB Invitations
PROACTIVE MESSAGING, DESIGNED FOR TRUST AND LONG-TERM ENGAGEMENT
AMB Invitations are Apple’s new brand-initiated entry point for Apple Messages for Business. For the first time, approved brands can proactively invite opted-in customers into trusted, rich messaging conversations, using Apple-managed consent, identity, and delivery.
Invitations extend Apple Messages for Business beyond purely customer-initiated flows, allowing brands to engage customers at the moment it matters, without relying on SMS, email, or app installs.
RECOMMENDED USE CASE CATEGORIES
DEFLECTION
Reduce inbound calls and web traffic at the moment of intent.
 Use AMB Invitations to proactively move customers from IVR, call flows, or high-friction web journeys into messaging, where conversations can continue without waiting on hold or staying on a site.
TRANSACTIONAL
Turn one-way notifications into interactive journeys.
 Invite customers into messaging for order updates, delivery changes, pickups, scheduling, confirmations, and next steps, rather than sending static alerts that require follow-up elsewhere.
CRITICAL UPDATES
Deliver time-sensitive, trust-critical notifications with context.
 Send verified updates for account issues, service disruptions, security events, or urgent changes, allowing customers to immediately understand what is happening and take action.
EXPERIENTIAL
Create persistent, branded conversations beyond a single interaction.
 Use Invitations to engage customers, members, or fans around events, subscriptions, travel, or lifestyle moments, with conversations that remain available over time.
FROM INVITATIONS TO EXPERIENCES
DEFLECTION
CRITICAL UPDATES
TRANSACTIONAL
EXPERIENTAL
HOW TO GET STARTED WITH AMB
Identify your iOS Audience
Use device detection or campaign insights to prioritize iOS users
Deploy AMB at High Intent Entry Points
Add AMB buttons to places where customers are already seeking help or exploring purchases like apps, websites, map listings and post purchase emails
Design Rich, Guided Experiences
Leverage Apple's native UI elements and integrate AI where appropriate to reduce friction, improve outcomes and delight users
Work with Messaging Advisory's Experts to Align with Apple's Guidelines
Apple's approval process is nuanced, particularly for newer categories such as lifestyle and community. Messaging Advisory ensures your brand is set up for success from day one.
